Tadej Pogačar and Mathieu van der Poel have both been spotted wearing luxury watches reportedly worth over \$300,000 while racing in the Tour de France. These timepieces aren’t just fashion statements—they’re high-profile sponsorship deals showcasing brands like Richard Mille and Rolex, which pay millions to partner with cycling’s biggest stars.
The watches are ultra-lightweight models designed specifically for competition, often made of titanium or carbon composites so they don’t significantly affect performance or comfort on the bike. For sponsors, having riders wear them during the world’s most-watched bike race is unbeatable advertising.
As for whether they risk damaging them: absolutely—but that’s part of the spectacle and appeal. Richard Mille, for example, markets its watches as “shock resistant” and has built a reputation on athletes actually wearing them during extreme sports. Crashes, sweat, and vibration are all part of the brand’s promise that their watches are as tough as they are luxurious.
While fans might balk at the price tags, for these sponsors and riders it’s a calculated move: reinforcing elite performance, exclusivity, and the cutting-edge technology that both cycling teams and watchmakers want to be known for.
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